Master Marketing Blog
Background: A Note on Conquesting Keywords
Background, Campaign Structure, Networks
Conquesting Keywords refer to keywords that are competitor’s brand names or terms. Advertising on competitor’s keywords is a very contentious topic in the industry, but here are some words of wisdom: 1. Do NOT expect strong … Read More
Google Product Search To Become Google Shopping
Default
In the eCommerce space? A big search development almost went under the radar on Thursday when Google announced that it would discontinue Google Product Search (formerly Froogle) and turn it into Google Shopping. The new … Read More
Essential Digital Marketing Formulas
Background, Terminology
In a previous blog post, we discussed some digital marketing terms & definitions. With that background knowledge, you’re ready to dive into some of the essential formulas for digital marketers. Don’t worry – we’ll keep … Read More
Lesson #14: When Possible, Use The Ad Group’s Keywords in Its Ad Copy
Campaign Structure
One of the key factors that determines whether an ad shows up for a particular search query is how relevant the algorithm determines the ad to be to the query. At the same time, by … Read More
Lesson #13: Don’t Forget Plurals
Campaign Structure
As part of keyword research, one thing to note is to always look at plurals. In Google AdWords, the plural version of a keyword is not the same as its singular version. As a result, … Read More
Lesson #12: Ad Position is a Tool. Use It.
Campaign Structure
Ad Position refers to where exactly your ad shows up in the search results. Generally speaking, in Google there are usually three ads above the organic results, (ad positions 1-3), and then 6 ads or so … Read More
Lesson #11: Use Keywords Your Users Understand
Campaign Structure
You may have a niche site, and it’s fine to have one, but even if you do, be sure to use keywords your users understand. If your audience doesn’t know the vocabulary, isn’t searching for … Read More
Lesson #10: Don’t Autobid
Campaign Structure
Google has several automated bidding options, in which an advertiser can chose to allow AdWords to automatically choose keyword bids in order to maximize clicks or conversions. However, it is advisable not to use autobid, … Read More